Why Content Marketing Isn’t Enough and Why Brands Need Individualization in 2019

by Marissa Sternberg, Senior Director of MarketingMay 28, 2019

Why Content Marketing Isn’t Enough and Why Brands Need Individualization in 2019

For years, experts and agencies have been talking about the content marketing long game. It requires strategy, a long-term vision and investment in several business areas to build a fully functioning content operation. But aside from getting the content marketing infrastructure down pat, brands have to focus on delivering great content experiences to build trust and engagement with consumers.

The impact of building a trustworthy content brand is undeniable—the Content Marketing Institute reports that 61% of U.S. online consumers made a purchase after reading recommendations on a blog. Creating high-quality, trustworthy content is also one of the most effective techniques for SEO and generating organic traffic—websites with blog content generate 434% more search engine-indexed web pages than brands that don’t publish content. Building trust over time means consumers (and search engines) pay attention and listen to your brand’s voice.

Today’s consumers expect brands to deliver content that’s useful, high-quality, and engaging. But for content to be engaging and useful to the right audience, it needs to be relevant to the consumer and their unique needs and preferences. Producing content that doesn’t check all of these boxes isn’t enough to truly engage consumers and drive them to take meaningful actions with your brand.

For content marketing to make a difference to your business in 2019, your content needs to be individually relevant to each consumer. Here are three reasons why.

Brands are Producing More Content Than Ever Before

Brands are doubling down on content creation. Some even report that brands are increasing content production by as much as 300%. As more content gets created and distributed across channels, the more noise and potentially irrelevant content consumers have to sift through. And more content isn’t better for the customer experience—59% of people cite content irrelevance issues as their top reason for unsubscribing.

Most Content Isn’t Delivering Value

As marketing organizations continue to scale content production, overall engagement with that content isn’t scaling with it. Analysts have found that 5% of branded content created garners 90% of the engagement via views, clicks and social shares, according to Harvard Business Review. To optimize content creation efforts, brands can leverage deeper content performance data, which will lend more insight into what content is actually working and improve overall effectiveness of their content marketing.

Customers Want to Be Treated as Individuals

As large technology companies like Google, Amazon and Netflix have trained consumers to expect personalized recommendations, consumers now view personalization as an expectation from all bands, not just a bonus feature. It’s estimated that 74% of consumers feel frustrated when website content isn’t personalized, leading to unsatisfied and unengaged users. Additionally, we’ve found that 8 out of 10 blog visitors bounce after just 1 pageview. In order to get the most return on your content investment and drive deeper engagement with your target audience, focus on delivering a personally relevant experience for each site visitor.

Build Relationships with Consumers Through Individualization

Whether a visitor is engaging with your brand for the first time or the fifth, OneSpot’s Individualization Platform delivers the most relevant piece of content to 100% of your site visitors and email subscribers. Learn more about how you can deepen your brand’s relationship with consumers in 2019. Click here for a closer look at how individualization technology works to create one-to-one content experiences for customers.

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